Retargeting in Yandex.Direct: what is it and how to work with it? These questions are of interest to beginning professionals and entrepreneurs.Any owner of an online store wants more visitors, increased sales and increased conversions .This is why retargeting is created to achieve such goals.
A popular tool for website promotion- this is contextual advertising. Users see a small message that appears based on interests and search queries. A likely client gently receives information about the company, product or product.
Following a link from contextual advertising,the user enters the site for the first time and gets to know its contents. He looks through pictures, reads texts, searches for necessary information to make a decision. Ideally, the client makes a choice at once, but in most cases leaves the site.
The task of the company is to return the user to the accepteddecision. At this point, the work includes retargeting in Yandex.Direct. This technology allows you to return potential customers back to the site. At present it is called "Audience selection conditions".
Retargeting advertises products, services or links to users who previously visited the site and performed there any actions:
remained on the page for more than 1 minute;
viewed, but not bought;
and so on.
The main task is to increase the effectiveness of advertising. At competent adjustment the conversion rises to 35% with the same user who visited the site on the second and other times.
Understand the principles of retargeting should beconsistently, to understand what you are dealing with, and how best to implement. Adjustment of advertising tools should be realized, then the results will be.
To return a potential customer back to the desired site is difficult. The Internet is full of resources similar to each other, and making a unique proposal is increasingly difficult.
Retargeting reminds users ofexistence of a site in the advertising network of Yandex (RSA). The system of the RSA includes tens of thousands of sites on sites, in mobile and Smart TV applications. Depending on the settings, you can get thousands of impressions per day of the target audience with minimal costs.
The scheme of work of retargeting consists of three main stages:
The visitor comes to the site and performs some actions and leaves.
He regularly sees contextual ads in the RSA, related to the actions on that site.
Returns back to the site and makes a choice.
It is easy to check the circuit in practice:
Select a resource that has contextual advertising.
Browse through several products, add one of them to the shopping cart and leave the site.
After a while, this product will beBe present in ads on most other resources, social networks and mobile games. If this happened, then the retargeting in Yandex.Direct is perfectly set up, the effectiveness of which is obvious.
This technology allows you to "pursue" a potential customer with contextual advertising while he visits other sites or uses search engines.
There are two types of retargeting according to the principle of work:
behavioral;
search.
Behavioral retargeting
It is based on the study of the user's actions onsite. The visitor explores the goods or services, looks through the catalog, filters by some signs, asks questions in support. On one of the goods, he can stay longer than others, or even add it to the basket. However, he does not make a purchase and leaves the online store.
There can be many reasons: someone distracted, the Internet disappeared, another person's advice was needed, but the result is one - the order has not been issued.
Behavioral retargeting in Yandex.Direct, which is configured based on what actions are performed by the user, begins to remind of the existence of the site on all sites of the RSA.
There are contextual ads with a previewed product or with analogs at a low price. We offer promotions for this product or free services when buying.
The main goal of behavioral retargeting is to return the user to the site and encourage them to buy.
Search retargeting
Its operation takes into account user requests insearch engines. Proceeding from the fact that a person is looking for, advertisements are selected. These proposals are displayed on the pages of the search engine, as well as on other resources and sites.
We consider search retargeting in Yandex.Direct. "What is it, you can check by typing in the search 1-2 times" bed linen. "After browsing several sites, after a while, there will always be similar announcements:
buy satin bed linen with a 25% discount;
bed linen (Ivanovo) at a reasonable price;
and so on.
The goal here is to attract users to the site and increase contacts with the brand. This increases the recognition of the store and the loyalty of likely customers.
The main advantage of retargeting is that the expert adjusts the display of advertisements based on the actions performed by the user. To deal with this issue better on specific examples.
Usual visit to the site (the visitor opened 1-2page and for a while they were). In this version, you should think about retargeting in Yandex.Direct: how to set it up, so that customers return and get acquainted with the store's offers in more detail? All attention is paid to the site itself, so that the user opens the main page or directory
View sections with specific products orservices. The person studied the product, but did not order and left. Typically, this happens in cases where customers are studying offers from different stores. In this case, retargeting will help attract the attention of the buyer to the right product with the help of promotions, discounts, gifts or bonuses.
The product was added to the cart, but there is no order. The task is to return the visitor to the purchase registration page. Convincing to make an order will help a unique proposal, which is difficult to refuse.
Item purchased or service ordered. At this stage, the task of such a tool as retargeting in Yandex.Direct is how to set up impressions in order to maintain customer loyalty. With the help of contextual advertising, you can periodically recall your store, talk about sales and make a regular customer permanent.
Retargeting helps to stimulate visitors and potential customers at all stages, from product search to purchase.
Correct settings:
will attract new contacts;
increase brand awareness;
transform "cold" customers into "warm" customers;
increase conversion;
provide a loyal attitude to the resource.
Previously, two types of retargeting have been described: behavioral and search. They also differentiate the audience:
Target.
Segmental.
The difference lies in who will be shownadvertisements. Each of them requires certain settings, on which the result depends. But the preparatory stage in both cases is the same, without it the rest of the actions will not be executed.
The work begins with the registration of the account on "Yandex". As soon as the mailbox appears, all other services will automatically become available.
Sign up for "Yandex.Mail".
Create a counter on "Yandex. Metrics."
Set the Metric counter.
Place it on the site before the closing </ head> tag
Go to the setting of retargeting.
Create an advertising campaign in Yandex.Direct can be done immediately or after you set up goals or segments.
Target retargeting in "Yandex.Direct", the setting of which is based on the choice of the goal.
The goal is the action of the user on the resource, which leads to the desired result. "Yandex.Metrics" allows you to specify 4 types of goals:
Number of views.
Visit the page.
javascript event.
Compound goal.
It is very important to determine the goals for which visitors will be "persecuted". For each type of resource, different parameters are specified.
!!! Council. For an online store, it is recommended to use at least three goals:
the customer visited the shopping cart, but did not order;
began to issue an order, but did not register, left the site.
For example, learn how to set up the goal of "number of views":
Go to "Yandex.Metrics";
Click on "Settings" in the vertical menu on the left;
In the horizontal menu on the right, select "Goals";
Give a clear name (Visits to the pages of the site);
Set the "View" option (3 means that retargeting ads will be shown to all visitors who have viewed at least 3 pages of the site);
Check the box "Retargeting".
Similarly, you can set up any goals for different conditions.
For the display of advertisements for a certain part of the audience, segmental retargeting in Yandex.Direct is responsible. How to configure a segment - a small instruction will prompt:
Select My Reports.
Click the button "New report".
On the top panel, specify the report period (the default is the month).
The condition "Visits of which ..." + is established.
Select the "Behavior" condition.
Set the category "Time on the site".
Specify "More than 45 seconds".
Save the report.
Thus, the segment of visitors who were on the site for longer than 45 seconds is configured. They will be served ads that are created for this audience.
Segment visitors can be on various characteristics, for example:
according to the age;
sex;
location;
the amount of time spent on the site, and so on.
They can be compiled independently or use the ready-made options offered by Yandex.Metrics.
New visitors.
Returning visitors.
Search traffic, etc.
The presence of segments in Metrics is a prerequisite. An advertising campaign aimed at the result should contain a goal and a segment, combining several conditions.
Now that the goals and segments are formed, you need to create an advertising campaign. To do this, go to the "Yandex.Direct" section.
Here, work is done with an already created campaign, ora new one is configured. Creating and setting up the first advertising campaign is a separate story. Study this question yourself, as in this article we are talking about an instrument like retargeting in Yandex.Direct.
How do I set up ready-made ads? This technology applies only to ERA, therefore, in the advertising campaign, you should choose the strategy of the displays "Independent management for different types of sites" and turn off the displays on the search sites.
Next, an advertisement is created. There are no strict rules, text, links and images are used. Choose a title that will attract the attention of the visitor, write an advertisement and add an interesting picture.
This point is an important step on the road to success. His settings are in the same section just below. By default, no conditions are set, you must click the "Add" button.
First, answer the question: the group of conditions (retargeting in Yandex.Direct) - what is it, and how to choose them?
Groups combine several goal and segment parameters into one of the specified conditions. They are divided into three types according to the user's fulfillment of the group's conditions in one session of the site visit:
At least one has been performed, which means that the user has entered the segment or reached a goal in one session.
All are executed - the visitor belongs to the specified segment and thus has reached the certain purpose (for example, the man of 35-40 years has made the order).
No one has been executed - the client did not enter the segment and did not fulfill any goal.
After selecting the group condition, add goals and segments.
The next step is to set a periodachieve the goal. The optimal option is a period of 10 to 20 days. It turns out that advertisements will be shown only to those visitors who reached the goal in 10-20 days, later results (a month, two, three back) will not be taken into account.
Customers who come by adsretargeting, already "warm", so you can set the rates higher, but not less than RSA. The price depends on the budget, the direction of activity, the coverage of the audience and so on. It is impossible to give concrete advice how much to bet for a click.
Assign a bet and save the settings. Now you can safely say that retargeting is done in Yandex.Direct. The setup is complete.
Retargeting in Yandex.Direct "is a technology that allows you to" catch up "with visitors, motivating them to do something.For online stores it is important that the customer has issued and paid for the order, for landings it is necessary to create an application and the like.
Correctly set goals and segments in Yandex.Metrics help to address the ads of the most suitable audience, saving money on shows to "cold" customers.
It is especially recommended for those who by all methodsfights for sales and bids. Properly formulated retargeting conditions increase the conversion of the site to 30%, and attract new customers, make the brand more recognizable. One can not but agree that the constantly appearing ads will not let you forget about the company.
